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Case study

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Smoking was on the rise in Singapore with tough measures such as fear campaigns, taxation and legislation proving ineffective and resulting in smokers feeling marginalised and smoking more, not less. Instead of an anti-smoking campaign that would marginalise them further, a pro-quitting campaign was created to help contemplators quit. The campaign spanned various touchpoints creating an environment conducive to quitting, inspiring quitting, and creating support through tools, resources and quit clubs. The results showed that every second smoker moved one step closer to quitting